In a groundbreaking initiative, ADNOC Distribution has partnered with Landmark Group to create what they describe as the largest loyalty collaboration in the Middle East. This agreement bridges two of the UAE’s most prominent loyalty programs, ADNOC Rewards and Shukran, enabling millions of members to enjoy seamless point conversions and cross-platform redemption options.
Enhanced Benefits for Members
The collaboration allows ADNOC Rewards members to convert their points into Shukran points, which can be redeemed across Landmark Group’s popular retail brands, including Centrepoint, Max, Home Centre, Babyshop, and Splash. Similarly, Shukran members can now use their points through ADNOC Rewards for services like fuel, car washes, lube changes, and purchases at ADNOC Oasis convenience stores.
"This collaboration brings together two of the UAE’s largest and most popular loyalty programs, reinforcing ADNOC Distribution’s commitment to creating best-in-class customer experiences", said Eng. Bader Saeed Al Lamki, CEO of ADNOC Distribution. "By making ADNOC Rewards points more accessible, we are enhancing convenience and offering customers more value in their everyday transactions."
Rahul Jagtiani, Group Director of Landmark Digital, echoed this sentiment, emphasizing the partnership’s focus on innovation and customer satisfaction. He stated that the alliance exemplifies Landmark’s dedication to delivering enhanced cross-platform benefits for their members.
A Strategic Move for Growth
The collaboration aligns with ADNOC Distribution’s five-year growth strategy, which aims to increase non-fuel transactions by 50% by 2028. This is part of the company’s broader ambition to transition into a future-ready mobility and convenience retailer.
ADNOC Rewards currently boasts a membership of more than 2.5 million, while Landmark Group’s Shukran program has 7 million members in the UAE alone. With this new partnership, members of both programs gain more flexibility and value, making their points even more useful in everyday transactions.
By joining forces, ADNOC Distribution and Landmark Group aim to elevate customer experiences across the UAE, presenting a forward-thinking approach to loyalty and rewards in the region.